Linde creates video over 50% faster with Synthesia

Across more than 80 countries, Linde’s regions and businesses own their priorities, communication included. When it came to video, Linde wanted the same model: teams producing their own videos where the need is, and sharing them across the group in every language it works in. With Synthesia, that is how video works at Linde today.

The challenge

"Linde is a global group, but it actually operates very locally," says Susanne Engler, Senior Manager Digital Transformation at Linde.

That local focus runs through everything, including communication. Susanne takes care of adoption for Linde's global AI and digital team, and sums up her role as: "How do we bring artificial intelligence to the people, and vice versa?" 

Communication and training widely follows the same model, with the regions and the business owning it themselves: "It's expected  that topics around communication and enablement are also mainly solved in the regions and in the business itself," Susanne says.

Video is a challenging case. Traditional production is, as Susanne puts it, "simply very labour-intensive and often very complex." As a global group, Linde's content is needed in many languages. Global training, such as compliance courses, often has to be translated into mostly all of them.

Linde needed a way for regional teams to produce video themselves and share it across the whole group.

The shift

Linde discovered Synthesia a few years ago and started with a handful of small use cases. It was a natural fit for the way Linde works.

"We chose Synthesia so that our teams in the individual regions are able to solve problems locally, to produce videos locally, and then still be able to scale them, which means translating them into further languages as well," says Susanne.

That puts video production with the teams who need it. As Susanne says, "the need sits directly in the region and in the business."

From the very beginning, Linde also brought its users together to explore where else they could use the tool, and which other problems it could solve. Since then, the team has grown adoption by following demand. It goes where the business has a need, or, as Susanne puts it, "where the business wants to work with us."

The impact

Personal Avatars sparked wider interest. When Linde created its first ones, they "used that moment to really create a wow effect," says Susanne.

The response was immediate: "That created a huge demand and curiosity in our organisation around what this new tool is and what it can do," says Susanne. That interest reached high into management. Leaders were keen to see what they could do themselves, such as creating videos in different languages with their own voice and face.

Today, the results show up in four ways.

Faster, more cost-efficient video. “Roughly speaking, we are over 50% faster in video creation compared to traditional video shoots, and save up to 70% in costs," says Susanne. Linde measures success in "either cost productivity or growth productivity," so these numbers are genuine business impact

Video created where it's needed. Teams across the group now produce video themselves. "Through Synthesia, our teams everywhere in the world can now create and personalise their own videos," she says.

Training at global scale. What started with small use cases now includes highly scalable training. This applies particularly where content needs to be both scalable and customisable, such as compliance and SHEQ (safety, environment, and quality) training. "There are constantly new topics that need to be prepared," says Susanne. "And at the same time, these topics also have to be scaled into all regions."

Peer-to-peer support and ideas. "Our community around Synthesia is super important for us," says Susanne. It connects the employees who work on videos, so they can network and find answers themselves. It is often the first place they turn for support, and new ideas for use cases emerge from it too.

Why it matters

For any global organisation that values local ownership, Linde offers a clear model: put the tool where the need sits, start small, and let a community grow it.

"Through the community, it then actually carries itself forward," says Susanne. What began with a few small use cases is now a worldwide community.

And the benefits go beyond efficiency. Synthesia helps people everywhere there is a need for videos "to be faster and to deliver higher quality," she says.

Linde is a global company with a local focus. With Synthesia, it now has a way of creating video to match.